Cause Marketing Analysis
2015 “Change at the Checkout” – Good Scout Group
- Consumers like giving change at checkout. Of the 3,030 respondents to the online survey:
- 71% donated to charity at the register.
- 66% said they donated less than $2 at the register.
- 55% said they liked being asked to donate at the register.
2014 Nielsen’s Global Report on Corporate Social Responsibility: “Doing Well By Doing Good”
Percentage of consumers willing to pay extra for products and services from companies committed to positive social and environmental impact:
- Global Average: 55% in 2014, up 10% from 2011.
- North America: 42% in 2014, up 7% from 2011.
- Brands that communicate their sustainability efforts generate 5X the revenue of those that don’t.
2014 Cone Communications Digital Activism Study
- Of those who made a donation in the last 12 months, nearly four-in-10 did so via digital channels, online (27%) and mobile device (11%).
- Americans say they most want to engage online in ways that result in a direct impact on issues, such as:
- Making donations (65%).
- Watching a video with a social or environmental message (65%).
- Purchasing a product from a socially or environmentally conscious retailer (62%).
- “Liking” or following a nonprofit’s or a company’s social or environmental program (60%).
2014 Cone Communications Digital Activism Study - Millennials
- Millennials are consistently more engaged in social and environmental issues online. For example, Millennials skew significantly higher in their use of mobile apps to learn and participate in issues. They are using apps to:
- Learn about companies’ social or environmental business practices (Millennials 74%, U.S. average 54%).
- Give feedback directly to companies about social or environmental business practices (Millennials 73%, U.S. average 52%).
- Learn about ingredients or components in products (Millennials 77%, U.S. average 57%).
- Millennials are most likely to harness online channels to share their passions and look for ways to make a meaningful difference. 71% use social media as a platform to discuss issues they care about (vs. 52% U.S. average).
- Once they’ve learned of issues online, Millennials are more apt to donate (80% vs. 63% U.S. average).
- When choosing organizations and issues to support online, impact trumps brand awareness for Millennials. In fact, more than any other population segment, Millennials say it’s more important to have an impact on an issue than be familiar with the organization they are supporting (71% vs. 58% U.S. average).
2013 Cone Communications Social Impact Study – The Next Cause Evolution
- Most U.S. consumers say that when a company supports a cause, they have a more positive image of the company (93%).
- Americans say they are also more likely to trust (90%) and would be more loyal (90%) to companies that back causes.
- Whether and to what extent a company supports an issue influences a variety of personal decisions as well, including where to shop or what to buy (82%) and which products and services to recommend to others (82%).
- Consumers want to get engaged with corporate social responsibility efforts:
- 88% If given the opportunity, I’d buy a product with a social and/or environmental benefit.
- 79% If given the opportunity, I’d donate to a charity supported by a company I trust.
- 76% If given the opportunity, I’d volunteer for a cause that a company I trust supports.
- 74% If given the opportunity, I’d voice my opinion to a company about its CSR efforts.
- 84% I’d tell my friends and family about a company’s CSR efforts.
- 88% If I learned of a company’s irresponsible or deceptive business practices, I’d stop buying its products.
- In the past 12 months, consumers indicate they have:
- 54% Bought a product with a social and/or environmental benefit.
- 65% Made a donation.
- 42% Boycotted (refused to purchase) a company’s products/services upon learning it behaved irresponsibly.
- 42% Volunteered.
- 38% Told friends or family about a company’s corporate responsibility efforts.
- 32% Given their opinions and feedback about a company’s responsibility efforts directly to the company.
- 29% Researched a company’s business practices or support of social and environmental issues.
2013 Cone Communications/Echo Global Corporate Social Responsibility (CSR) Study
The universal expectation for companies to be responsible is undeniable. Consumers are willing to contribute their dollars, time and social networks to play a role in companies’ efforts to abate critical social and environmental issues.
- 92% If given the opportunity, would buy a product with social and/or environmental benefit.
- 84% of global consumers would tell friends and family about a company’s CSR efforts.
- Given similar price and quality, 91% of consumers are very or somewhat likely to switch brands to one that is associated with a good cause.
2012 Cone Communications Corporate Social Return Trend Tracker
- 86% of consumers are more likely to trust a company that reports its CSR results.
- 82% say they are more likely to purchase a product that clearly demonstrates the results of the company’s CSR initiatives than one that does not.
- 40% will not purchase a company’s products/services if CSR results are not communicated.
- 84% recognize that for a company to make societal impact, it must also realize a business return, such as increased revenue or reduced costs.
- 63% don’t know where to find information about a company’s CSR efforts and results.
- 55% don’t understand the impact they are having when buying a product from a company that says it is socially responsible.
2012 Nielsen: The Global, Socially-Conscious Consumer
Two-thirds (66%) of consumers around the world say they prefer to buy products and services from companies that have implemented programs to give back to society. That preference extends to other matters, too:
- They prefer to work for (62%) and invest in (59%) these companies.
- A smaller share of “socially-conscious consumers,” but still nearly half (46%), say they are willing to pay extra for products and services from these companies.
2012 Edelman Goodpurpose Study
- 87% of global consumers believe that business needs to place at least equal weight on society’s interests as on business’ interests.
- Approximately 53% of internet users said that when quality and price were the same, brands that had a social purpose were more likely to trigger a purchase.
- 76% of people surveyed believe it is OK for brands to support good causes AND make money at the same time – representing a 33% increase from 2008 and major shift in the acceptance of companies and brands doing well while doing good.
- 82% would recommend a brand that supports a good cause, up from 64% in 2009 (USA/UK).
- 81% would help a brand promote its products if there was a good cause behind it, up from 59% in 2009 (USA/UK).
- US consumers believe “people like me” (35%) are the most responsible for addressing social issues by passing government and corporations (22%).
2011 Cone Communications/Echo Global Corporate Social Responsibility (CSR) Study
- 93% of consumers want to know what companies are doing to make the world a better place and 91% also want to be heard by companies.
- Unfortunately, 71% report being confused by the message companies use to talk about their efforts and impacts.
2011 Integer Shopper Habits Report
- 43% of women prefer to buy a brand that makes a donation with every purchase.
2011 JWTEthos Social Good Report
- 90%: Companies need to do more good, not just less bad.
- 89% Millennials, 85% Gen Xers, 71% Boomers: “I think about the impact my decisions and actions have on the world around me.”
- 87%: Brands and big corporations should take responsibility for improving the world.
- 84%: Brands and large corporations have a responsibility to improve the local communities in which they do business.
- 84%: Brands that are aligned with charitable/social causes need to do a better job of telling me how my donation is benefiting the cause.
2010 Cone Communications Cause Evolution Study
- 90% of consumers want companies to tell them the ways they are supporting causes.
- 88% of Americans say it is acceptable for companies to involve a cause or issue in their marketing. (A 33% increase since 1993 Cone Study).
- 85% of consumers have a more positive image of a product or company when it supports a cause they care about.
- 83% of Americans wish more products, services & retailers they use would support causes.
- 83% of people are willing to change consumption habits if it can help make the world a better place to live.
- 80% of consumers are willing to switch from one brand to another brand that is about the same in price and quality, if the other brand is associated with a good cause.
- 64% would recommend a brand that supports a good cause, up from 52% the previous year.
- 61% are willing to try a new brand or one they’ve never heard of if associated with a cause.
- 59% would help a brand promote its products if there was a good cause behind it.
- When choosing between two companies that each benefit a cause and sell the same product, similar in price and quality, Americans would rather support a company that:
- 61% Makes a long-term commitment on its own to a focused issue it will support over time.
- 54% Supports a cause relevant to them personally.
- 53% Allows them to impact the donation by tying it with a purchase.
- 46% Supports a cause where it can have the greatest positive impact based on the nature of the business.
2010 PR Week/Barkley PR Cause Survey
- 75% of brands now engage in cause marketing -UP from 58% in 2009.
- 97% of business executives believe it to be a valid strategy.
- 85% say that these types of partnerships result in a more positive image of the company/brand.
- 80% of Fortune 250 companies now have branded cause programs of some kind.
2009 PR Week/Barkley PR Cause Survey
- 91% felt it was important for companies to support a cause, up from 86% in 2008.
- 75% would try a brand they normally wouldn’t because it supported a cause.
- 74% of consumers say they purchased a brand because it supported a cause.
- 64% would pay more for a brand because it supports a cause that is important to them.